Beyond Blue: Man Therapy Evaluations

Beyondblue’s Man Therapy campaign was developed to improve men’s wellbeing and reduce the higher rate of suicide among men in Australia compared to women.
Man Therapy provides men with
three key learnings:

Know the signs.

Know the range of treatment options.

Develop an action plan.

Man Therapy is a website for the 5.5 million Australian men aged 18 to 54. In particular, the site aims to reach young men aged 18 to 24, fathers aged 25 to 54, men living and working in urban growth areas, men living and working in regional and remote areas, men who are unemployed and men who are misusing alcohol or drugs.

The star of the Man Therapy campaign is Dr Brian Ironwood, a fictional doctor who uses humour and honest discussion to guide men through the website and provide them with the instructions and tools so they can take action against depression and anxiety.

Man Therapy was launched ahead of Men’s Health Week 2013, after 12 months of research and an international collaboration with the Colorado Office for Suicide Prevention (in order to adapt Man Therapy for an Australian audience).